Chewing gum is anticipated to recover from the negative impacts seen and restore to pre-pandemic level over the forecast period. It is noted that the expansion of convenience stores, such as Family Mart, CU Stores and myNEWS, will help to accelerate the demand for chewing gum over the forecast period, as consumers usually make the impulse purchases of snacks via convenience stores.
Seeking to drive recovery and respond to evolving market conditions, gum players are expected to engage in frequent trade offers and expand distribution to achieve broader coverage. Domestic bubble gum player, Khee San Food Industries Sdn Bhd, is likely to organise trade offers to independent small grocers and mobile stalls to boost sales, as children often visit these channels for gum and the Victory chewing gum brand the player offers is affordable to children.
Notable players, such as The Wrigley Co (M) Sdn Bhd and Perfetti Van Melle Group, are expected to use frequent social media campaigns, advertisements, and competitions, to keep their products front-of-mind for consumers. Moreover, competitions and promotions (e.
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